This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.
The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities. And the third part considers the tools, media and messages that make up the marketing communications mix. The material on the companion website includes podcasts, multiple-choice questions and a glossary.
This fifth edition of an introductory marketing textbook covers topics such as marketing communications, strategies and planning, disciplines and applications and marketing communications for special audiences.
"Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on marketing-related programmes, this book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications." "Unlike many other texts on the subject that just describe how-to-do marketing, Marketing Communications: engagement, strategies and practice, Fourth Edition, provides the 'why' behind marketing communications with a variety of perspectives."--BOOK JACKET.
Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.
Zum Buch: Dieses Lehrbuch nähert sich dem Thema aus einer theoretischen Perspektive. Es regt zur kritischen, analytischen Beschäftigung mit Theorien und Modellen der Marketing-Kommunikation an, die, ausgehend von relationalen Marketing-Prinzipien, als Kommunikationsaktivität auf Organisationsebene beschrieben wird. Der Autor sieht die Kommunikation als zentrales Instrument des strategischen Denkens und Managements. Er zeigt, wie Unternehmens- und Marketingkommunikation durch die Pflege von Beziehungen zu unterschiedlichen Gruppen innerhalb und außerhalb des Unternehmens zunehmend miteinander verschmelzen.Über den Autor: Chris Fill lehrt Marketing und Strategisches Management an der University of Portsmouth. Er ist außerdem als Senior Examiner für Marketing-Kommunikation am Chartered Institute of Marketing tätig.